Forever 21 has launched a line of maternity wear called Love 21, which will only be available in California, Texas, Alaska, Arizona and Utah.
The limited availability of Forever 21’s Love 21 Maternity line could certainly be the brand’s effort at geographical target marketing since three of these states—California, Arizona and Texas—have some of the highest percentages of teen pregnancy in the country, according to The Gloss.
Regardless, like the Forever 21’s other collections, one of Love 21 Maternity’s selling points is affordability. In terms of style, the designs within the line are sophisticated and simple, featuring draping silhouettes as well as pants with special, elastic waistbands.
Teen Pregnancy Fashion
Forever 21 Launches the Love 21 Maternity Line
Trend Themes
1. Geographical Target Marketing - Forever 21 is using its limited availability of Love 21 Maternity line in states with high rates of teen pregnancy for geographical target marketing.
2. Affordable Maternity Wear - Forever 21's Love 21 Maternity line is offering affordable maternity wear to appeal to budget-conscious expectant mothers.
3. Sophisticated & Simple Designs - Forever 21's Love 21 Maternity line is offering sophisticated and simple designs that feature draping silhouettes and special, elastic waistbands.
Industry Implications
1. Fashion Industry - The launch of Forever 21's Love 21 Maternity line is disruptive innovation opportunity for the fashion industry to provide affordable and chic maternity wear.
2. Retail Industry - Forever 21's Love 21 Maternity line's affordability attracts budget-conscious customers and presents a disruptive innovation opportunity for the retail industry.
3. Healthcare Industry - Forever 21's Love 21 Maternity line's availability in states with high rates of teen pregnancy presents a disruptive innovation opportunity for the healthcare industry to promote safe sex and education.